New Demands of Online Video
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Today’s digital-age consumer accesses online video at a time and place convenient for them on a screen that they choose. This Masters Series session will look at the opportunities and threats this new reality places on marketers from both a creative and economic standpoint. Attendees will learn: 1) What the key ingredients are that create arresting content that gets shared virally; 2) the differences between traditional broadcast television content and what works over the Internet; and 3) what the most effective free and paid distribution channels are. Lastly, they understand how marketers can leverage their intellectual property to create new revenue streams. Objectives: • Discover the latest third-party research on various screen usage, online portals, and video consumption habits of consumers. • Specific examples of successful video content that has been used for promotional purposes and why they have worked.
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New Demands of Online Video
- 1. Masters Series: The New Demands of Online Video
- 2. Today’s Moderator Brad Brown CEO InteliVideo Tech guy, Delivery, Enabler
- 3. Meet Today’s Panel Jeff Campbell President UFC Fit DR Expert, Marketer Stacy Durand President Media Design Group Agency Barry Evans COO/GM Covenant Communications Marketer, Investor
- 4. Domestic Online Video Viewing Is Growing
- 5. Second (and Third) Screens Penetration Is Exploding
- 6. Online Video Consumption is Growing Exponentially
- 7. Where Are Consumers Going To Watch Online?
- 8. We now live in a world where the consumer is able to watch video content largely at a time and place on a device of their choosing versus at a time and place dictated by the broadcaster on what was previously dominated by television. You and all advertisers and have been involved in content marketing. How has this shift changed the game? Game Changer?
- 9. In the case of DRTV advertising, obviously you are no longer relegated to standard lengths such as two minute commercials or 28 and a half minute paid programs. Beyond the length of the messages, what are some of the other differences that you see between TV ad content and online content? What do you see as the key to your teasers? Do you need a teaser per product? What works? What doesn’t work? In Vegas we heard that people watch 40% of a teaser on average - no matter how long the teaser is - do you think that’s true? Teaser Keys?
- 10. A lot of marketers may think, “We’ll just create a viral video.” Do you believe this is something that can be created intentionally by design, or do you think it has to occur organically? Any thoughts on how one might create content that gets shared virally? Do you believe this is something that can be created intentionally or do you think it has to occur organically? Virality?
- 11. Let’s turn now to content in the form of intellectual property that you, the marketer, actually get paid for by the consumer. With so much free content available on the Internet, how can you generate revenue for your content? For many years, intellectual property and its perceived value was marketed via physical media, first as tapes, then as CDs or DVDs. We now live in a world where it is possible for the consumer to instantly access content. What are the risks and rewards of this paradigm shift as you see it? With piracy being so pervasive, how can a marketer protect their content? IP Risks?
- 12. What can you tell us about split testing? How do you analyze your teaser drop off rates? How do you measure success? What have you successful (and not) used YouTube for? Amazon? iTunes? Split Tests? Marketplaces?
- 13. What do you see as the most effective free and paid distribution channels? Do you use distributors? Wholesalers? How do you best achieve what I call “net new business?” In other words, how can marketers use their existing IP to generate new revenue streams? Distribution Channels? Net New?
- 14. Have you experimented with subscriptions, credit systems or other interesting monetization methods that have worked or not worked? Have you bundled products into different offerings than you use to do with DVDs now that you have digital and infinitely configurable options? Monetization?
- 15. What marketing platforms do you use to sell your content? Traditional print? Catalog? PPC? Infomercials? Are there any vendors that specialize in providing the marketing experience for this sector? Marketing Automation?
- 16. What do you think about remarketing? Beyond video are you selling any other digital assets such as audio, music, spoken word, books, PDFs, software? How do you know when to offer rental vs. sale vs. subscription for any product? Remarketing? Digital Assets?
- 17. Can you talk about the role of the creative, marketing, agency, distribution, sales teams/people/firms? Who should do what? Should you do it all? Roles?
- 18. Which second screens would you say are important? iOS (iPhone/iPad), Android, Mac, Windows, Linux, Chromecast, Roku, Specific smart TVs, ? Depending on the sector (i.e. fitness vs. education vs. sports), we see that about 5% to 75% of customers will download content and watch it offline. Please talk about your thoughts about the importance of apps (i.e. downloading and controlling content) compared to streaming. Second Screens? Downloaded?
- 19. How important are apps (protected/downloaded content), analytics (data about who, what, etc), APIs (e.g. integration to your shopping cart), etc. to you today vs. what do you think will be important in the future? Apps Important?
- 20. Masters Series: The New Demands of Online Video
Editor's Notes
- Hello everyone and welcome to our panel. I’m confident you’re going to enjoy this session. This is a great opportunity to hear from some of the worlds leading experts on a variety of subjects. Personally I’m a tech guy at heart. I’ve built, run, and sold a couple of tech companies. I’ve selected the video on demand space as my next frontier. Initially because I had a lot of technical training content that I wanted to share with the world. I wanted to maintain my own brand (i.e. I didn’t want to put it into a marketplace) and I wanted to set my own price, do my own marketing, etc. InteliVideo is a video on demand platform for those who want to monetize and protect their content. We do the delivery (through apps, streaming, etc) and protect our client’s content. I see the value we provide to our clients every day. We’re here today to talk about the new demands of online video. I thought this would be a good opportunity for each of us to give our background as it relates to this session and then tell us what this (i.e. new demands on online video) means to you, to your business, to your future, to the world. Whoever is next to me will go first. I’m going to moderate this session. My goal is simple - to make sure we have a lively debate, great discussion, to make sure everyone gets an opportunity to speak their peace. Anyone can chime in on any of the questions I’m going to ask - of course, please be respectful to your fellow panel mates.
- Some quick stats – online viewers in the US is up to 195M – growth is slowing / done
- Tablets and smartphones are everywhere
- Most of internet traffic is video now
- YouTube is the biggest – tough to find what you’re really looking for AOL is bigger than I thought Facebook is #3 Others surprised me
- Now that we can watch anytime, anywhere, on any device vs. watching TV programmed by someone else – has this shift changed the DR game?
- DR was previously limited to a couple of formats, but those rules are gone now. What’s the ideal teaser length? What works best? Talk about bad teasers – like video outtakes…too long…etc.
- Can you design something that goes viral or does it just happen?
- IP is a huge subject for some and a non-issue for others. What do you put out as free vs. paid for content? How/where do you draw the line? Would you say the risks have increased or decreased now? How do you protect your content?
- Let’s talk about split testings, teaser drop off rates, etc. – how do you measure these and what’s important to you? What/how do you use YouTube, Amazon, iTunes, etc?
- What are the most effective distribution / wholesale channels? How do you generate “net new business” rather than just migrate customers over from DVDs?
- Now that you can offer subscriptions, rentals, credit systems, etc. what other methods of monetization have you experimented with and what’s worked/not worked? Have you experimented with bundling products in different creative ways now that you don’t have to create a golden master for each variation of a product?
- What marketing platforms do you use? Do you still distribute traditional print, catalogs? Do you pay for PPC? DRTV? Who specializes in this sector from a marketing perspective?
- Remarketing thoughts? Beyond video what other digital assets are you selling? What are your thoughts about rentals vs sales vs subscriptions.
- Let’s talk about the roles of all of the different people you work with on creating, selling, marketing your content now.
- What devices do you think are key? Do you think people want to be able to download content? If so, when?
- Why are (or aren’t) apps important to your customers?